• Creators influence users’ purchasing decisions, but they take action on other platforms.
• YouTube users use the platform for inspiration and discovery, but not to take action and make a purchase.
• YouTube users use the platform for inspiration and discovery, and they choose to purchase on desktop devices.
• Creators influence users’ purchasing decisions, and YouTube drives purchasing behavior.

The correct answer is: Creators influence users’ purchasing decisions, and YouTube drives purchasing behavior.

Explanation: When summarizing the shopping trend to the leadership team, it is crucial to emphasize the value of YouTube in driving eCommerce success. YouTube plays a vital role as creators on the platform exert a significant influence over users’ purchasing decisions. Through engaging content such as product reviews, tutorials, and endorsements, creators build trust and credibility among viewers, shaping their interest and consideration for products. Moreover, YouTube acts as a powerful catalyst in driving purchasing behavior by showcasing products in action, offering visual demonstrations, and providing informative content that aids customers in making informed buying decisions. By highlighting the influential nature of creators and YouTube’s impact on purchasing behavior, the leadership team can understand the value of leveraging this platform for the eCommerce business’s marketing strategy.